Are you tired of hearing the word lead but you don’t know how to get it in your business? Do you have visitors but no one leaves you their email? In today’s post we talk about how to transform those visits into people interested in what you do, enough to leave you their email. We talk about transforming visits into leads.
With good SEO work behind you, visits to your website are a matter of time.
Now, once these visits arrive to our page… What do we do with them?
We have already talked before about how beneficial it is to have a database with emails from people who are there voluntarily. But today we are going to delve first into the importance of having leads and secondly into how to get them to transform visits into emails from people with whom you can establish a much closer relationship.
Why are you interested in having leads?
Leads are people who have read you and given you their email without blinking. People who have downloaded material that you offered them and in exchange have given you their email, have not unsubscribed and are now waiting for your newsletter like May water. The faithful , so to speak.
These types of users trust you because you have earned that trust with quality content, solving their doubts or needs and providing value. It’s the only way to get it.
But if they have reached that state, which of course has cost you an effort, it will also be easier for them to trust you when the time comes to publicize your product or your service. If you suddenly release a new infoproduct, offer it to those people with whom you have the most engagement and you will see how their response is much better than the referred traffic from Facebook Ads or AdWords.
Who tells you not to take a course in the future? It’s better that you prepare the ground. A large, quality audience is a treasure : don’t forget it!
Tips to get qualified Leads
Okay, with that said, let’s go back to the beginning. We already know why we want the lead.
What can content marketing do for us to achieve this?
More things than you think and than I can write to you in this post. But I’m going to give you a summary of the most important ones, so that you don’t just focus on getting visits and go further:
#1 Do storytelling
Surely you’ve already read it there. Storytelling is the art of telling stories , and stories generate emotions and empathy . They facilitate the connection with your visitors, who will be more prepared than ever to give you their email if you ask them.
Learn to write by putting yourself in the shoes of your audience and think about how you could do it so that when reading the first line they want to reach the second; from the second to the third, from the third to the second paragraph and so on until the end.
#2 Use CTA with copywriting
« Send ». « Buy ». « See ».
“I want it as soon as possible.” “I want mine.” « Have a look ».
The ideal thing to write the CTAs of your website is that you think about copywriting at all times ; That is, they are there to get the click . Make them a persuasive weapon .
#3 Write captivating intros
“Four years ago I was fired from work. I was left without a fixed income, without an apartment, without a car and without a partner. Only with my computer. 1,500 days later I passively earn €3,000 a month with my courses, I work from home (my house) with the clients I love and my quality of life has gone through the roof. What I am going to tell you now is my love affair with SEO, the one responsible for having changed my life forever.”
These are a couple of examples of intros that work. The first is to give an interesting fact that can catch your reader’s attention . The second is clearly a piece of personal history or anecdote .
You can also use metaphors, write a reader’s question, ask a question…
If they do, the lead will be closer to you, since at the end of it the reader will find a subscription or registration box for the newsletter .
What if they don’t and leave?
#4 Smart pop-ups with copy
Hasn’t it ever happened to you that you are going to exit a post by clicking close page or tab and before the pointer reaches the cross you get a pop-up?
It’s not by chance. Absolutely.
Obviously, content marketing also plays a crucial role in the pop-up. It depends on what you put into it you will be successful or not. Gather your copy and content marketing weapons and try to win the last resort.
#5 Use images. If they are fun, the better
We are « lazy » by nature and we want everything chewy and dynamic. The less time we waste, the better.
Here images play a capital role. They have a lot of visibility , so you have to do content marketing with them. Be witty and fun and ensure that after seeing one, the reader wants to get to the next one. You will increase their time on the page.
As a fact, be careful: the total views to a page – that is, those that reach the end – with photos or infographics were 94% more than the total visits to the same page but without audiovisual material, according to a study by Skyword .
#6 Use concrete data
I’m sure you liked the 94% statistic. Or at least it has served to confirm what I told you in point #5.
The data is liked. They are definitive, provide a lot of information, are consumed quickly and are easy to assimilate. People don’t shy away from them.
Don’t hesitate to include numbers, percentages or statistics in your content. You will see how users offer a better response and your list of leads will notice it… for the better.
#7 Remarket
If you combine remarketing with content marketing you can get a brutal response.
When they visit your page and leave, remarketing is responsible for showing them advertising from your website on other pages. This advertising in the form of a banner will be responsible for bringing back your visit. Maybe this time you’ll do better and I’ll give you the lead.
#8 Offer content upgrades
Imagine that you have prepared a super guide to something on your blog . A post of more than 4,000 words.
Why limit yourself to just commenting or sharing it on social networks ?
The content upgrade consists of offering them a PDF or a document that encompasses what you have been explaining to them but in an improved way .
By improved I mean, for example, summarized: you can try to go from 4,000 words to a 15-item checklist. If the person has read the entire article and loved it, they can say: “ok, I’m interested in this checklist to work with. I will have the document on my hard drive so I can refer to it whenever I want . ”
In exchange for this content upgrade, obviously, you are going to ask for an email to see where you can send it. There you have the lead.
For example, in this post on my personal blog you have an SEO guide and also the downloadable one that helps you if you want to carry out SEO on your website on your own.
#9 Make the content fun and interactive
There is nothing that engages the audience more than participation . In fun content , far from the formal tone, if you add things like surveys you will increase engagement a lot. You can also put a form in the middle to ask for answers to specific questions, or to give their opinion in the comments at the end.
Make your audience feel like they are participating and you will be a little closer to the lead.
#10 Offers a modern design
The traditional is not interesting. The conventional is tiring. The common thing is scary, because there are so many advertising and messages trying to enter a person’s brain that they have to resort to discrimination.
I mean that people are increasingly selective , and with a website they are not going to be less. If you have a different design that can be identified with your brand , much better. Innovate, skip the script and surprise your audience with an incredible combination of colors, fonts and shapes.
#11 Be unpredictable
Constantly surprising your audience is the best way to keep them motivated. Your content, the things you do, what you talk about, how you express yourself, what user response you ask for, the ending you give… Vary and don’t let them see you arrive .
Success is assured . Your audience will not only feel comfortable reading you, but they will look forward to that moment week after week.
And for this, what are they going to do? Give you their email , so you can put it in your database and notify them when new content comes out. Boom!
#12 Be the first to write about the latest news
This is logical. If, in addition to doing all of the above, you manage to be the first to talk about something that just happened, those eager for information will look for you before others . And so that they don’t get overlooked, they will leave you their email so that you can send them an email with each new publication.
#13 Get it right with subscription boxes
At the end of each post you have to put one. If they have made it this far, it is more than likely that they liked it and, therefore, they will have no problem repeating it.
However, it has been proven that placing subscription boxes also in the middle of the content is very useful. Ideally, you should do it right after a climactic moment, one of those in which the reader’s attention is completely focused on what he is reading.
Add the small form in exchange for a lead magnet and that’s it.
#14 Offer free lead magnets
With this we finish. The lead magnet, as its name suggests, seeks to get the lead from your audience. It is the term used for a small infoproduct that you are going to give away in exchange for an email .
Ideally, you should offer it in strategic areas of your website. At the end of the posts, in the middle, on the home page, you include it in a squeeze page and refer traffic from Facebook Ads or Google AdWords …
What usually works best is the squeeze page . Do copywriting with content marketing and if you have segmented it well, you will surely get the email.
Regarding the material you offer, the more attractive it is to your visit, the better. Think about who he is, how old he is, what he likes, what he’s looking for… And adapt your photos and messages on the cover to win his desire.
Stop wasting time
A visitor who leaves without interacting is a loss you may one day regret. Don’t resign yourself to a good level of traffic and go further. Your readers’ email has to be your objective. Go get him!
